Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing and Sales > Chapter 16: Advertising, Public Relations, and Sales Promotion > Flashcards

Chapter 16: Advertising, Public Relations, and Sales Promotion Flashcards

1
Q

What is a popular form of promotion for consumer-packaged goods and services?

A

Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

How is promotional spending typically divided?

A
  1. Measured media: TV, newspapers, magazines
  2. Unmeasured media: direct marketing, promotions
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Which countries spend the most on marketing?

A
  1. USA
  2. China
  3. Japan
  4. the UK
  5. Germany
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What kind of skills do companies now need in advertising?

A

Web-savvy, creative people skilled in interpreting digital ad campaign data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What is the advertising response function?

A

A phenomenon where increased advertising spending boosts sales/market share up to a point, but then produces diminishing returns

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are some effects on advertising on consumers?

A
  1. Informs
  2. Influences attitudes
  3. Reinforces positive attitudes
  4. Affects brand attribute rankings
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are the 2 major types of advertising?

A
  1. Institutional advertising
  2. Product advertising
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is institutional advertising?

A

Advertising design to enhance company’s image rather than promote a specific product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is advocacy advertising?

A

A type of institutional advertising where a company expresses views on controversial issues or responds to media attacks

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the 3 types of product advertising

A
  1. Pioneering
  2. Competitive
  3. Comparitive advertising
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is pioneering advertising?

A

Advertising that stimulates primary demand for a new product or category, used during the introductory stage of the product life cycle

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is competitive advertising?

A

Advertising that influences demand for a specific brand, often focusin on emotions and brand recall

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is comparative advertising?

A

Advertising that compares 2 or more specifically named competing brands on 1 or more attributes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is the purpose of an advertising campaign?

A

To focus on a comman theme, slogan, or advertising appeal across a series of related advertisements

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is the DAGMAR approach?

A

A method for setting advertising objectives by defining goals for measured advertising results

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Why should advertising focus on product benefits instead of attributes?

A

Because customers buy benefits, not attributes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What makes an advertising appeal effective?

A

It must be desirable, unique, believable, and make a positive impression

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is a unique selling proposition (USP)?

A

A desirable, exclusive, and believable appeal selected as the theme for an advertising campaign

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What are some common advertising appeals?

A
  1. Profit
  2. Health
  3. Fear
  4. Admiration
  5. Convenience
  6. Fun & pleasure
  7. Vnanity & egoism
  8. Environmental consciousness
19
Q

What is message execution in advertising?

A

The way an advertisement portrays its information, using styles to draw attention and motivate purchase

20
Q

Name 3 executional styles used in advertising

A
  1. Slice-of-life
  2. Lifestyle
  3. Spokesperson/testimonial
21
Q

What is the purpose of post-campaign evaluation?

A

To measure the effectiveness of an ad campaign and identify areas for improvement

21
Q

What is media planning in advertising?

A

A series of decisions on selecting and using media to communicate a message optimally and cost-effectively

22
Q

What are some types of media used in advertising?

A
  1. Newspapers
  2. Magazines
  3. Radio
  4. Television
  5. The internet
  6. Out-of-home media
  7. Alternative media
23
Q

What is programmatic advertising?

A

The use of automated systems to buy ad space targeting specific groups in real-time

23
Q

What is a media mix in advertising?

A

The combination of media used for a promotional campaign

24
Q

What are some factors to consider in media selection?

A
  1. Cost per contact
  2. Cost per click
  3. Reach
  4. Frequency
  5. Target audience consideratins
  6. Flexibility
  7. Noise level
  8. Life span
25
Q

What is a continuous media schedule?

A

A media scheduling strategy where advertising runs steadily throughout the period

25
Q

What is a flighted media schedule?

A

A media scheduling strategy where ads are run heavily at intervals, such as every other month or 2 weeks

26
Q

What is a pulsing media schedule?

A

A strategy combining continuous scheduling with flighted schedules during peak sales periods

27
Q

What is a seasonal media schedule

A

A scheduling strategy that runs ads only during specific times of the year when a product is likely to be used

28
Q

What is public relations (PR)?

A

An element in the promotional mix that evalueates public attitudes, identifies issues of concern, and executes programs to gain public understanding and acceptance. Its goal is to maintain a positive image of the company

28
Q

What is publicity?

A

An effort to capture media attention, often through press releases, to support the corporation’s public relations plan

28
Q

How does new-product publicity help in marketing?

A

New-product publicity introduces new products by generating free news stories and positive word of mouth, especially for innovative products that need more exposure than traditional advertising

29
Q

What is produc placement in public relations?

A

Product placement is a PR strategy that involves getting a product, service, or company name featured in media like movies, TV shows, or magazines. It helps reinforce brand awareness and creates favorable attitudes

30
Q

Why is consumer education important in public relations?

A

Educated consumers are believed to become more loyal customers

31
Q

What is sponsorship in public relations?

A

Sponsorship is when a company supports an issue, cause, or event that aligns with its corporrate objectives, such as improving brand awareness or enhancing corporate image. Popular areas include education, healthcare, and social programs

32
Q

What is experiential marketing?

A

Experiential marketing involves engaging consumers in a way that allows them to experience the brand firsthand, not just read about it

33
Q

How do companies use their websites for public relations?

A

Companies use websites to:
1. Introduce/promote products
2. Provide information
3. Interact with customers
4. Showcase events
5. Communicate legislative and financial details

34
Q

What is crisis management?

A

A coordinated effort to handle unfavorable publicity or unexpected negative events

35
Q

What is sales promotion?

A

Includes marketing activities other than advertising, PR, or personal selling that offer shor-term incentives to purchase products, typically by lowering prices or adding value

36
Q

What is the difference between trade sales promotion and consumer sales promotion?

A

Trade sales promotion is aimed at wholesalers and retailers, while consumer sales promotion targets the end consumers

37
Q

What are the 4 types of consumers targeted in sales promotion?

A
  1. Loyal customers
  2. Competitors’ customers
  3. Brand switchers
  4. Price buyers
38
Q

What are some tools used in trade sales promotion?

A
  1. Trade allowances
  2. Push money
  3. Free merchandise
  4. In-store demonstrations
  5. Trade shows
39
Q

What are coupons and rebates, and how do they work in sales promotion?

A

Coupons offer immediate price reductions, while rebates provide cash refunds for purchases within a specific period, both encouraging product trials and repurchases

Marketing and Sales (12 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions